TBWA\Santiago Mangada Puno chief creative officer Melvin Mangada officially assumed the role of 4As Chair following the first general members’ meeting of the year on February 17th. In previous years, Mangada has served the 4As in multiple capacities, including Vice-President from 2020-2021.
The Department of Tourism Secretary Bernadette Romulo-Puyat led the meeting of the Association of Accredited Advertising Agencies of the Philippines.
With the COVID-19 pandemic drastically changing the nature of industries across the board, Mangada and his team have their work cut out for them. In his acceptance speech, Mangada asked the audience to take on a spirit of hope, listing the accomplishments of the past 12 months as proof of creativity’s power against adversity.
Mangada was realistic about the obstacles the advertising business faced as a whole, noting that, as much as things had changed within the traditional agency set-up, only two industries had the best chances of making it through: the one providing the necessities, and the one led by innovators.
“To paraphrase an adage, the pandemic is the mother of innovation,” said Mangada.
“There will be a lot of rebuilding, and rebuilding will need creativity. The greatest force through the history of humankind is inventiveness and adaptability. No one can ever underestimate the power of imagination and adaptation, most especially if creative people work together.”
Mangada promised that he and his fellow Board members would work hand in sanitized hand to evolve the local advertising industry, keep the creative spirit of innovation alive, all while maintaining a balance between work and self.
Now, more than ever, member agencies would need to keep in mind that, “Progress is far more important than process. Commerce is for humanity, not above it, and that a brand’s voice, when used in meaningful ways, will echo beyond any crisis.”
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